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Magura Direct to handle e-bike service for Bosch in N.A.

MONTEREY, Calif. (BRAIN) — Bosch eBike Systems will work with Magura Direct to provide e-bike service support to bicycle retailers in the U.S. The company announced the news at a press event Friday night during Sea Otter.

Magura will manage the dealer e-bike service hotline, the supply of spare parts, warranties and hold regular dealer trainings. The Bosch eBike service program will begin Sept. 1.

Bosch and Magura have worked together for more than 50 years on various technical support and distribution efforts in several different industries. In Europe, Magura has successfully provided e-bike service support since 2011.

Bosch’s eBike Performance Line uses a motor and other components based on the new European style pedal-electric assist, or pedelec drive system, where riders need to pedal and continue pedaling for the motor to turn on and stay engaged.

"We know our pedelec drive systems will have a positive effect in the U.S. We also know for that to take place, retailers need and expect to have e-bike service support they can trust," said Claudia Wasko, business unit leader of Bosch eBike Systems in the U.S. "Our partnership with Magura Direct creates the service infrastructure that will allow us to earn and gain that trust in Bosch both as a brand and in the OE partners using our drive systems."

Wasko, who recently relocated to the U.S., is in the process of establishing a West Coast Bosch business unit focused on sales, marketing and overall service for the North American market. That office will work with Olney, Illinois-based Magura Direct to manage the Bosch dealer eBike service hotline, to stock and ship spare parts to specialty bicycle retailers as well as handle warranty claims and provide regular training of IBD staff.

Magura Direct has been providing sales and service support of German-manufactured Magura suspension and brake products to the U.S. market since 1975. The company has two support vehicles traveling throughout the U.S. providing on-site technical support and conducting hands-on marketing and technical clinics.

“Magura Direct has worked for years to clinic and educate dealers around the country and this is exactly what Bosch needs in a partner,” said Jeff Enlow, general manager of Magura Direct. “We have been on the road training dealers for the last 14 years, so this fits perfectly into our existing program, and there is synergy between Bosch and Magura in the need to educate dealers to improve the experience of the shops and ultimately the consumer.”